PUBLIC RELATIONS ACTIVITIES IN MALAYSIAN ISLAMIC BANKING: THE CASE OF BANK ISLAM MALAYSIA BERHAD (BIMB)

Neneng Ela Fauziyyah,Erna Farina Binti Mohamed

doi:10.20473/aijief.v3i1.16864

Abstract

The public relations concept is a basic concept that must exist in various organizations. The strategy taken might be affected by or affect a cultural image. In the current world, Islamic institutions have emerged and grown rapidly. In particular, in the financial industry, Islamic banking in Malaysia has become a pioneer and evidently survives within the industry. Having said that, the public relations concept supposes to engage within their activities, also. But then, as Islamic values are being their foundation, it might influence their public relations strategy. Hence, the objective of this study is to observe the Islamic values that influencing the public relations and the cultural image strategy of the Islamic institution which primarily is Bank Islam Malaysia Berhad (BIMB). We chose them because Bank Islam is a first and pioneer of Islamic banking in Malaysia that expected to be a very Islamic banking version. By using a case study approach dependent on a circuit of culture (COC) model, this study found that Bank Islam as full-pledge Islamic banking has engaged with Islamic culture in their business activities and well-done in applying public relations strategies. Five elements of the COC framework consist of regulation, production, consumption, representation, and identity have been interlinked with the annual report as well as Bank Islam’s website.

Highlights

According to Barnes and Schultz (1999), as cited byThaker, Thaker, and Pitchay (2018) and Thaker and Thaker (2015), public relations is applied to transfer a corporate and brand message by conducting specific activities
We choose Bank Islam because it is the first Islamic bank established in Malaysia, one of the longest Islamic banks to present in this country
As the pioneer of Islamic bank based in Malaysia, it is expected that its public relations and cultural practices would be one of the best to be influenced by Islamic culture

Summary

Introduction

According to Barnes and Schultz (1999), as cited byThaker, Thaker, and Pitchay (2018) and Thaker and Thaker (2015), public relations is applied to transfer a corporate and brand message by conducting specific activities. This is the extension concept in communication courses. Public relations strategy will enhance public attention and create image and reputation as well due to the used techniques that maintain organization and public connection This concept can be practiced in various institutions such as companies, governments, non-profit organizations, educations, labor unions, politicians, organized sports and the media. The existing of Islamic values isthe main character and basically distinguishes it from other institutions.Islamic banks as one of the companies should present Islamic values incorporating public relations implementation

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Conclusion